The proportions and combinations of
colors used in your luxury real estate personal or company branding is
an important aspect of communicating your marketing message. Certain
colors have strong emotional connotations and also cultural bias that
can work for or against your brand.
For example, red, white and blue can
stir the deep emotions of patriotism. Several regional and national
American real estate brands have used this color combination to their
advantage.
This color palette was sampled from the
photograph of the peonies above. When you think of the color pink what
associations come up in your mind?
Various shades of pink can be used in
personal and company branding to communicate a range of thoughts and
feelings from subtle to bold. Mary Kay Cosmetics,
known for their pink Cadillac rewards to sales people, has shifted
their brand to a more sophisticated feel by making black and white the
dominant colors of their brand with a pale pink as the accent.
T-Mobile has used shocking pink as an accent to black, charcoal gray and white. Whereas, world-renowned Fauchon,
purveyors of fine gourmet foods in Paris, unabashedly uses pink as
their primary brand color with black and white as the accent.
Pink is a color that has long been
associated with the female sex. Today, more men choose to boldly embrace
pink and ignore this cultural bias.
The famous British traditional shirt maker, Thomas Pink
(80 stores worldwide) is part of the Louis Vuitton Moet Hennessy group.
Pink’s luxury brand color scheme incorporates black, white and gold
with pink as the accent. Their mascot is the “Cheeky Fox” and their
brand story is quite interesting. Mr. Pink was the 18th century tailor who invented the iconic scarlet red hunting coat. But, it was referred to as PINK in honor of its originator.
One
of our clients, Courtney Ranson, specializes in the Washington Park
area of central Denver, Colorado, also known as “Wash Park”. Her
ultimate favorite color is fuchsia, a very strong pink. We used this
color deliberately as an accent (with deep plum as the dominant brand
color), to communicate her passion for her beloved neighborhood and also
to romanticize the area. Her slogan (incorporated in her logo) is
Denver Wash Park -“ The Heart of the City”. Watch this Video Case Study.
Colors plays a big role in luxury real
estate personal and company branding. Your personal color preferences
need to be balanced with what is appropriate within your marketplace and
also what makes your brand stand out from your competitors’.
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